UX/UI Design Lead
About Bobbie ------------
Bobbie makes European-style organic infant formula manufactured end-to-end in the U.S., because we believe every parent deserves to feed their baby with confidence, without judgment and without compromise. No mystery ingredients. No shortcuts. Just clean, thoughtfully made formula that parents can trust.
But Bobbie has never been just a formula company. When the 2022 national infant formula shortage left parents across the country unable to feed their babies, we closed our storefront to new customers rather than leave a single existing family without formula. We went to Washington. We got loud. And we opened our Heath, Ohio manufacturing facility to make sure something like that could never happen again.
That's who we are, and that's what you'd be joining.
Bobbie for Change -----------------
Our advocacy arm, Bobbie for Change, exists because making great formula isn't enough if the systems around parenthood are still broken. We fight for paid federal parental leave, push for legislation to prevent future formula shortages, advocate for feeding equity, and support families navigating impossible situations, including donating formula to parents impacted by breast and gynecologic cancers through the Bobbie Breasties program.
We're a company that genuinely believes becoming a parent makes you an activist. The people who work here feel that too.
As the UX/UI Lead, you'll sit on Bobbie's Digital Product (Platform) team and own end-to-end design for our subscription and ecommerce experience — the flows that keep thousands of parents feeding their babies without interruption. You'll partner with the Director of Digital Product, Product Managers, and Engineers to translate business goals into user-centric solutions, set the bar for UX/UI craft across the org, keep our design system pristine, and work daily alongside Creative, Platform, and Lifecycle to make sure every touchpoint feels like Bobbie. This is an individual-contributor role — you won't have direct reports, but you will direct and mentor external contractors and lead projects through the full UX/UI phase.
Subscription Experience Design
- Lead UX/UI for the full subscriber journey — signup and plan selection, account and subscription management (edit, skip, swap, pause, cancel, win-back), billing and payment flows, and the feeding-stage transitions unique to a growing baby.
- Bring deep expertise in subscription commerce UX patterns (dunning, save-flows, flexible cadence, bundling, upsell/cross-sell) and apply what works best-in-class to Bobbie's model.
- Design wireframes, prototypes, and user flows to communicate design ideas, and identify and resolve UX/UI issues across the conversion funnel — homepage, product, cart, and checkout pages.
Design System & Craft
- Own Figma file hygiene and design system integrity — components, tokens, documentation, and naming conventions — so the system stays scalable and easy for any collaborator to pick up.
- Develop and maintain design systems, style guides, and UI patterns for consistency across mobile and web, with a mobile-first approach to visual design.
- Establish and evangelize UX/UI best practices, accessibility standards (WCAG), and design workflows across the product organization, staying current with industry trends and emerging tools.
Research & Validation
- Plan and run qualitative and quantitative research (usability testing, subscriber interviews, funnel and behavioral analysis) to validate design decisions and improve conversion, retention, and satisfaction across the subscription funnel.
- Conduct competitor analysis and gather user feedback, leverage A/B testing to continuously improve design and usability, and stay ahead of the curve — always looking for new and innovative ways to remove friction from our UX.
- Keep Bobbie's parent community at the core of the UX, designing the subscription journey around their needs, feedback, and voice.
Cross-Functional Collaboration
- Creative: Partner hand-in-hand to ensure seamless alignment between user experience, visual identity, and brand voice — translating brand direction into interfaces that feel unmistakably Bobbie.
- Platform: Collaborate with UX/UI Designers, Product Managers, and Engineers early and often to validate technical feasibility, scope trade-offs, and ensure designs are implemented with fidelity across mobile and web.
- Lifecycle: Design cohesive experiences across owned channels (email, SMS, web) that reduce churn, increase reactivation, and support parents through every stage of their subscription.
- Brand: Partner closely with Brand to ensure alignment on brand and commercial strategy, and collaborate with Product Marketing to ensure the subscription experience supports go-to-market priorities and stays true to Bobbie's positioning.
Project & Process Leadership
- Clearly articulate and justify design decisions, breaking features down into MVPs that deliver immediate value.
- Set clear timelines for UX/UI deliverables, managing dependencies and blockers while leading projects through the design phase.
Contractor Management
- Direct and mentor external UX/UI contractors, providing clear briefs, feedback, and quality oversight to ensure on-brand, user-centered, and timely deliverables.
Who You Are -----------
- Extensive UX/UI design experience, including significant time designing for subscription, membership, or recurring-revenue products (DTC subscription commerce strongly preferred).
- A portfolio demonstrating end-to-end ownership: research, IA/interaction design, visual/UI design, and post-launch iteration.
- Proven experience designing subscription-specific flows — plan management, billing, retention/save-flows, churn reduction, and lifecycle-driven engagement.
- Strong cross-functional collaboration experience, ideally partnering directly with Creative/Brand, Platform/Engineering, and Lifecycle/CRM teams.
- Expert-level Figma skills and a track record of building and maintaining clean, scalable design systems.
- Experience managing or mentoring other designers or external contractors, including giving direction and quality feedback.
- Strong understanding of accessibility standards (WCAG) and inclusive design practice.
- Excellent communication and storytelling skills — able to present and defend design decisions to leadership and cross-functional partners.
- Nuanced understanding of ecommerce, customer journeys, and industry trends and best practices.
- Strong typography, layout, and color theory skills.
- Effective time management across multiple projects and deadlines while maintaining high-quality brand standards; thrives in a fast-paced startup environment where workflows change and move rapidly.
- Bonus points: experience in health, wellness, baby/parenting, or CPG/e-commerce categories; familiarity with subscription/billing platforms (e.g., Recharge, Stripe Billing); experience with lifecycle/CRM tooling (e.g., Klaviyo); front-end fluency (HTML, JavaScript, CSS).
While Also Being
- Passionate — about what we are doing.
- Proactive — can take initiative to get things done.
- Curious — love learning and staying on top of emerging trends.
- Excited about working at an early-stage startup — where you may end up doing all kinds of things!
Why This Role Matters ---------------------
At Bobbie, design isn't decoration — it's the thing standing between a parent and their baby's next meal. Every flow you design determines whether a subscriber gets their formula on time, understands their options during a stressful moment, or feels supported through a feeding-stage change. This role sits at the center of Creative, Platform, and Lifecycle because the subscription experience only works when all three tell one consistent story.
You’re inspired by our core values:
- Be Radical - We are change makers, rule breakers and stigma shakers. We are unapologetically bold and use our megaphone for good.
- Nurture the Tension - Parenthood is full of healthy tension, and so is building a company. We embrace the unknowns, practice humility and are a culture of learners.
- Deliver Ounce by Ounce - Our customers have entrusted us to feed their babies. We lose sleep over the details, so they don’t have to.
- Don’t Assume - We embrace our unique perspectives, withhold judgment, and find beauty in the paths that brought us all to Bobbie. Our strength is celebrating each other and our collective voice.
Compensation and Benefits: ------------------------------
Compensation
Our salaries are based on paying competitively for our size and industry. For fully remote roles, we have a salary range per role that is differentiated based on geographic location (Group A, B, or C).
- Group A (SF/Bay Area, Seattle, NYC): $148,525 – $175,000
- Group B (Los Angeles, Chicago, Austin, Denver, Boston, Washington DC, San Diego, Philadelphia, Portland, Sacramento): $133,670 – $157,500
- Group C (All Other Cities): $126,245 – $148,750
Benefits
- Competitive stock options
- 401k with employer match
- Employee medical, dental, and vision insurance 100% covered by Bobbie, with options to add dependents through a subsidized pre-tax deduction
- US-based remote work model
- Flexible Time Off Policy (including Summer Fridays; half days on Fridays Memorial Day through Labor Day)
- 16 paid company holidays, plus an end of year holiday shut down
- 16 weeks of paid parental leave with the option to take an additional 8 months unpaid
- One year subscription to Bobbie
- $75 monthly internet stipend
- Co-working space reimbursement
At Bobbie, we are committed to building a diverse and inclusive company. We seek to create a culture where everyone can belong because we believe that people do their best work when they can show up every day as their authentic selves. We welcome people of different backgrounds, experiences, abilities, and perspectives.
Bobbie is an equal opportunity employer. We do not make hiring or employment decisions on the basis of race, religion, color, national origin, gender, gender identity, sexual orientation, age, marital status, veteran status, disability status or genetic information, in compliance with applicable federal, state and local law.
Bobbie Personnel Privacy Policy and Notice at Collection
About Bobbie
Bobbie offers organic baby formula to parents through a subscription service.